Persuading the Media to Tell Your Story

When to use – when you have something really interesting to say. When you live in an area where you know the local paper, radio or TV station will accept news items.

Benefits – the media is a great (and free) way to reach a larger audience.

Cautions – know two key differences between media tools and advertising:

1. You have no control over what the media says, shows or prints, no matter what you send them in advance. With ads, you create them, and they will appear exactly as you produced them.
2. There's no guarantee the media will promote your message. If a major event happens on the same day, your event could be overlooked.

Visit Media Relations for guidelines when representing Thrivent Financial for Lutherans.

Developing Relationships with Media

• Know the media – Read the paper, watch the news, and visit the website BEFORE you send your story idea or a news release. Look up contact information online before approaching them. Pick the right type of reporter; for example, don't send a news release about a community fund-raiser to the business editor.
• Make it easy – Clearly print or type (double-spaced, on white paper, leaving wide margins on top, bottom and sides) the specifics of the activity or topic on an 8 1/2" x 11" sheet of paper. Check with the editorial department to find out whether fax or email releases are acceptable and get the number or address.
• Stick to the point – Outline the information: who, what, when, where, why and how in the "lead," or beginning.
• No commitments – Don't expect a journalist to make an immediate commitment to write a story or cover an activity. Breaking news always gets priority.
• Be realistic – Be excited about your activity, but don't be disappointed if editors or reporters aren't as excited. They might not pick up on your story idea this time, but they might next time.
• No complaints – Don't complain about minor inaccuracies. Ask for a correction when it makes an important difference, such as the date, time or location.
• Don't seek approval – Never ask to see a story before it's published. Journalists seldom agree to this. On occasion, a reporter will seek clarification and may let you see your quotes before publication or broadcast to make sure the facts are correct. Feel free to offer suggestions.
• Deadlines rule – When calling journalists, be aware of their basic deadlines so you don't interrupt them.

Common Media Materials

View list of seven common media materials, their functions, and who should get them.

After the Event

If you do get mentioned, please try to get at least two copies of every newspaper or magazine article that mentions Thrivent Financial for Lutherans and your activity or project.

If you don't have a chapter scrapbook, consider creating one and include one clip in it. The scrapbook can be used to inform new members about the chapter and to inform new chapter leaders about successful publicity methods.

Send the other clip to the Media Relations staff at Thrivent Financial for Lutherans (see box). Include the name of the newspaper, city, state and the date of publication.

Also note radio and TV mentions of Thrivent Financial. Include the name of the radio or TV station, city and state of the station, and date and length of time the story was broadcast, and forward this information to Media Relations.